The Marketing Potential Approaches to Organic Jasmine Rice Mills Under Free Trade Circumstances In The Northeast, Thailand

Abstract

The marketing Potential approaches to Organic Jasmine Rice Mills underFree Trade Circumstances in the Northeast, Thailand.This research had 4 purposes as 1) to study marketing situations andproblems of organic Jasmine rice mills of the entrepreneurs in the Northeast,Thailand, 2) to study the need for marketing aid of the entrepreneurs in theNortheast, Thailand, 3) to analyze the salient factors affecting marketingmanagement of the organic Jasmine rice mills entrepreneurs and 4) to determinehow the marketing approaches for organic Jasmine rice would develop its organicJasmine rice in the Northeast, Thailand. This research used mixed methods withqualitative and quantitative research.The target group in the research was the 15 rice mills entrepreneurs in theNortheast, Thailand, who were intensively interviewed, the group of 400 peoplewho were questioned on the questionnaires. Sample selection was done throughQuota System. The tools used in the research were a set of questionnaires and in-depth-interviewing forms. The statistics used in the research were percentage,frequency, standard deviation, and inference of F-test and multiple comparisonanalysis by least significant difference (LSD). The factors affecting marketingmanagement of organic Jasmine rice mills entrepreneurs were products quality,stable pricing, marketing showdown, modern technology, financial aid, andsupportive public sector.The findings were that most of the questionnaires answers came from menof about 41-50 years old with bachelor degree. Their social status wereentrepreneurs including their family members who kind of had huge problems oftheir products, pricing, outlets, and marketing. The government policies, however,caused a maximum problem to them. They needed a maximum solution for pricingand a huge solution for products, outlets, marketing , and government policies.The following were the provision of marketing approaches. The rice mills with arange of an investment of 1-5, 6-10, and more than 15 million baht should besupported with the know-how and financial aid , for example, knowledge inpremises preparation.